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What Fashion ShoppersWant from M-Commerce: An Integration of Cognitive and Affective Factors to Explain Satisfaction and Loyalty |
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| รหัสดีโอไอ | |
| Creator | Panitharn Juntongjin, DBA |
| Title | What Fashion ShoppersWant from M-Commerce: An Integration of Cognitive and Affective Factors to Explain Satisfaction and Loyalty |
| Publisher | AJMI |
| Publication Year | 2560 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 4 |
| Journal No. | 1 |
| Page no. | 46-62 |
| Keyword | M-Commerce, Mobile Shopping, Fashion, Emotion, Satisfaction, Loyalty |
| ISSN | 2351-0307 |
| Abstract | Due to currentsituation, hugegrowth rate of mobile users, it is undeniable that M-Commerce has become a huge opportunity as a distribution channel formany firms. In Thailand, fashion product is the most famousproduct selling online. Fromthe uniqueness of fashion product, emotion is among the factors believing to have impact on satisfaction and loyalty in this context. Nevertheless, from prior research, affective factor(i.e. emotion)has not been integrated with other cognitive factors to explain the satisfaction and loyalty in M-Commerce. The author proposed new model integratingtheaffective factor with cognitive variables to better explain satisfaction and loyalty in M-Commerce. To emphasize theuniqueness ofwhat fashion shoppers want from M-Commerce,the author compared the impact of the factors on satisfaction and loyalty for general product versus fashionproduct.Structural Equation Modelling(SEM) with multi-group techniques wasemployed to test the hypotheses. The results illustrate that the different types of product leads to different in factors affecting shoppers' responding outcomes.Firms in fashion and M-Commerce industries can use the proposed model and the resultsof this study to obtain long-term benefit from effective improving of their customer satisfaction and loyalty. |
